"Today it’s all about streaming, with fewer commercials reaching eyeballs and even fewer having any impact. The attention span of younger shoppers is particularly limited. The key question for digital and performance-based marketers becomes: What’s bringing the biggest return on advertising spend?"

Farla Efros, president of HRC Retail Advisory, writing recently on WWD.com about “Marketing Costs and Complexity in a Digital World.” HRC is a retail consulting firm that works with retailers to help them profitably adapt to the complex, changing digital retail environment.